Evaluation of Organic Food Quality in Turkey: Impact of Gender, Country of Origin and Store Category

Year 2020, Volume: 18 Issue: 35, 91 - 110, 31.01.2020

Murat Aktan

https://doi.org/10.35408/comuybd.557492

Abstract

This
study investigated the effects of country of origin (Turkey, Germany, the
Netherlands), gender (male, female) and store category (supermarket, discount
store, specialty food store) on Turkish consumers’ perceived quality of organic
cheese products. Data were collected online from 396 participants via
convenience sampling. Results revealed significant main effects of COO and
store category on the perceived cheese quality. The perceived quality of cheese
in specialty stores were the highest, followed by supermarkets. Yet quality
perception was not positive in discount stores. Thus, specialty food stores and
supermarkets especially appeared to be optimal locations to sell organic foods
in Turkey. Perceived quality rating scored the highest for the cheese originating
in the Netherlands, followed by German and Turkish cheese. Female consumers
showed positive attitudes toward cheese originating from Turkey, whereas male
consumers rated the Turkish cheese as the lowest quality cheese across each
store category. Based on these findings, the present study offered strategical
implications for international and domestic cheese producers as well as
retailers operating in Turkey.

Keywords

country of origin, organic food, store format, perceived quality, retailer, discount store, gender, specialty store

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